True Fit has developed an innovative shopping experience to tackle the critical issue of fit uncertainty in fashion e-commerce. Co-founder Jessica Murphy emphasizes the importance of “agentic commerce,” a trend gaining traction among retail teams. Utilizing nearly 20 years of proprietary data from over $616 billion in transactions and 60 million unique products, True Fit shifts from static sizing charts to dynamic, conversational guidance. This innovative tool aims to reduce the $850 billion in projected returns for 2025 and address the 70% of fashion-related queries about fit. By focusing on “outcome-based” data—what shoppers actually keep—True Fit delivers personalized, plain-language guidance, ultimately enhancing consumer confidence and boosting conversion rates. The shopping agent integrates seamlessly into platforms like Shopify, using the Model Context Protocol (MCP) to support personalization. Early partners can access this tool starting March 1, with a wider rollout set for April, promising a transformative approach to online fashion shopping.
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